el Camino — Creating a tourism campaign

Miriam Bellon
6 min readOct 3, 2019


Creating a tourism campaign that promotes tourism in a country or area in five weeks. Concretely, designing a website and a visual brand identity related to the country or area. El Camino de Santiago is the area chosen for that purpose.

About el Camino de Santiago

El Camino de Santiago is one of the oldest pilgrimage routes in Europe that runs more than 790 km to Santiago de Compostela (Spain).

El Camino de Santiago has different routes to arrive at Santiago de Compostela

According to Christianity tradition, the body of Santiago the Apostle was discovered by a shepherd in Galicia, in the 9th century. The Apostle gives the route its name: Camino de Santiago means the Way of Saint James. Informed about this important discovery, King Alfonso II had a small chapel built in this holy place and would later become a larger temple, competing with other important religious centers of pilgrimage such as Jerusalem and Rome.

At present, el Camino de Santiago, which was declared UNESCO World Heritage, is a religious route or a route of cultural exchange. Every year, over 327,000 pilgrims from all over the world decide to complete one of the routes to Santiago de Compostela.

Why el Camino de Santiago?

Since I was a child, I have been traveling with my family around my country Spain. During all these years, I realized that Spain is a very picturesque country, has vast cultural wealth and every region has its own culture and landscape.

An example of images from different areas of Spain

Hence, I didn’t want to choose my whole country because it could be a huge project and I considered that five weeks wasn’t enough. For that reason, I chose an area that I have traveled and also, the user can learn more about different Spanish regions.

Project goals

Project goals: Create a website about el Camino de Santiago in which users can get more information about these routes, advice in terms of preparation, places to visit, activities or hostels. Create a consistent visual brand identity that collects the art direction and the purpose of the website.

User goals: Learn about el Camino de Santiago and enjoy Spanish culture by discovering new places.

Target persona

The target persona is between 25 and 35 years old who wants to visit new places and enjoy nature.

UI design process

Inception sheet

First, I started with my inception sheet in order to learn more about el Camino de Santiago and enjoy discovering new places as a pilgrim, relaxing or practicing some sports.

Space: visual, clean, simple and balanced.

Color: yellow, green, blue and colors related to nature.

Shape: modern, minimal, geometric.

Movement: natural, fluid and dynamic.

Mood: relaxing, optimistic, adventurous, cheerful and peaceful.

Mood board

As a source of inspiration for implementing the art direction, I work on two different mood boards.

This mood board is based on mistery, night and origins of el Camino de Santiago. It is mysterious because this area is well-known for its legends from antiquity. The night is related to meditation and relax and the origins come from Christian religion and pilgrimage.

Regarding a second mood board, light and day come first. Day time is when tourists and pilgrims can discover new places, do activities or sports and enjoy nature. This mood board is the final one.

Style Tile

For the style tile, as a keyword, I used some words from the inception sheet such as geometric, cheerful, minimal, simple, modest, nature, chill. The color palette was based on nature, considering the vast nature of the area. Also, yellow and blue are colors that every pilgrim or tourist can find around the routes and are related to the symbols: the arrow and scallop shell. Buttons are rectangles with rounded edges and minimal as well as the icons. A modern sans-serif typeface is required as a typeface in order to give more importante to the images. I added some pictures from different landscapes that can be found during el Camino de Santiago.

Style Guide

Style Guide

For the final color palette, I preserve the same color palette. Colors gather from vast nature characteristics in the area and also, during the route you can find blue and yellow for signals and symbols.

Some sketch examples for the logo

For the logo process, I played with the route shapes and scallop shells. Blue and yellow were the main colors that I used in every sketch. The final logo is based on the shape of each route. I draw every route and I play with its orientation, then I colored it in yellow and blue. Subsequently, I came up with the name ‘el Camino’ which is an easy and a shorter way to say el Camino de Santiago.

Logo creation process

For the typeface, there are two typefaces: Lato for headlines and Roboto for paragraphs. Both typefaces are modern sans-serif and give more weight to the images. The iconography is inspired by the style tile, simple and minimal. Finally, there are some UI elements as examples in order to show how to design some sections for the website. These UI elements are clean, with modern shapes and very visual.


Based on the art direction, the wireframes are the following one:

Wireframes for desktop and mobile

The website consists of three different moods to complete el Camino: pilgrim, relaxing or sportive. Each has different advice regarding preparation, routes or ways to enjoy el Camino de Santiago. Also, the user can find some information related to the history of el Camino, events or activities, routes and the difficulty of the different routes.

Social Media and Display Ads

To promote el Camino, I designed some banners for social media and display. ‘Made of feelings’ summary el Camino spirit and these images come from different routes. As part of the branding, these banners are decorated with different motives from the logo.

Visual Brand Identity

As some examples of visual brand identity, there are some icons of the different ways of el Camino as well as some icons from the different sections of the website. Also, I continue the branding style with some notebooks that pilgrims and tourists and use to write their thoughts during el Camino de Santiago. Each notebook has motives that come from the logo, an icon of one the ways and it is available in one of the main colors from the palette. Umbrellas are essentials if you want to complete el Camino de Santiago because there are some rainy areas. These umbrellas follow the main colors from the palette and motives from the logo.

Check out the prototype!


Sketch | Invision | Photoshop | Illustrator | Medium



Miriam Bellon

Half UX/UI Designer, haft Art Director with a touch of web dev. Sometimes I write articles. You can find me on: www.miriam-bellon.com